Jul 2, 2004

Dymocks uses personals-like ads

Dymocks' new campaign masquerades as a series of ads in the personals section, playing on its positioning of "more for book lovers".

MC Saatchi, the campaign's creator, uses strategic media placement in the personals section of a what's on title, HK Magazine, to sharpen the positioning while delivering a brutally simple message that speaks directly to the needs of readers of the different genres. MC's managing director Janice Chan said the agency started with the widely-held belief that you're never alone with a book and books are ideal companions. But the challenge was to find a place...

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